DHL Message Delivery is the global logistics and transportation giant’s latest campaign in Dubai to accommodate the needs of its consumers. Created by Horizon FCB, the Message Delivery campaign invites people in Dubai to take messages they don’t want to communicate in person and deliver them at the exact time and date they wanted using the radio.
To hear about the delivery, recipients receive a personalized SMS notification with the time, date, and radio station – just like they would get an SMS notification with any other DHL package.
Colin Smith, Horizon FCB Dubai Associate, said the choice of radio as the preferred medium for the message deliveries meant the agency could craft scripts, produce spots, and get them on air in a very short turnaround time. “Radio also allowed us to target individuals at the exact time and date requested whilst simultaneously reaching a mass audience.”
Reham Mufleh, Managing Director of Horizon FCB, believes the DHL Message Delivery campaign is a smart and creative way to emphasize the positioning of DHL as a reliable delivery leader. “The smart use of data and technology together with the use of Radio as the hero medium, is an innovative way to deliver direct messages, indirectly.” He added that Horizon FCB Dubai always finds new ways to generate business for its clients and produce work that is both timely and timeless at the same time – Together we are Never Finished.
While every message was targeted at one person, it reached thousands of people through the radio spots.
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